Expanding Audiences and Increasing Sales

How would you go about doing it?

Firstly, information is needed. Research is required, knowing what exactly appeals to which people.

For example, an artist such as Taylor Swift would involve elements in her music videos and digipaks that would appeal to a young female audience, as this is her target audience.

An artist such as Skrillex would possibly convey a more festival/concert atmosphere in his videos and album covers.

In addition to using appealing camera, editing, and mis-en-scene elements in material, publicity must also be gained through several mediums.

For example, more and more people are using the internet as a means of searching for music videos. Music channels are also a good place to put songs out to - however only the very popular (and usually already well known) make it to the charts.

The internet is definitely a place to thrive in for a more small time artist, such us the band who's song we are currently looking at using.
However in order to address all audiences, other mediums such as newspaper adverts could be used. This would target the older generation, who are less likely to be using the internet for searching music videos.
Newspapers have done this previously - having a free copy of a CD with their newspapers. In this way they work together in order to generate more sales and publicity for both of them.